Recent research shows that, in addition to the traditional factors of taste, price and convenience, approximately half of all Americans are beginning to consider health and wellness, safety, social impact, experience and transparency in their food and beverage purchasing decisions. IDFA’s Milk and Cultured Dairy Products Conference, May 24-25 in Indianapolis, is offering several sessions designed to help dairy professionals better understand consumer behavior and learn what motivates consumers when they’re selecting milk and cultured dairy products.
“As consumer’s purchasing criteria continues to evolve, it is important for dairy companies to respond to these demands through product development, packaging and marketing,” said John Allan, IDFA vice president for regulatory affairs and international standards. “We will take a deep dive into consumer trends, the impact of social media on consumer decision-making and the importance of connecting emotionally with today’s shoppers.”
A Sampling of Sessions
‘Milk and Cultured Dairy: What Consumers Want, What We See on the Market’
Lynn Dornblaser, director of insight and innovation at Mintel Group Limited, a consumer research company, will deliver insights and data to help milk and cultured dairy product companies tap into new consumer trends and demands. She will discuss what's happening in the U.S. market, what U.S. consumers think, what overarching trends drive consumer behavior and what is on the market globally that may inspire U.S. innovation.
‘Social Media’s Impact on the Consumer Value Equation’
Social media is increasingly influencing the consumer value equation, and several successful strategies are being implemented in the drug and retail industry to take advantage. Marketing and consumer-insight experts from Elanco, Walmart and the International Food Information Council (IFIC) will discuss their experiences with attendees and offer tips on how to influence consumers around the globe.
'Driving Demand and Building Trust: Breaking Through in a Competitive Milk Environment'
People have a more emotional connection to food than ever before. They want to know the full food story. And with increased skepticism and all too often ill-informed influencers dolling out dubious health and nutrition advice, it’s more important than ever to boldly share milk’s story. Victor Zaborsky, vice president of marketing for the Milk Processor Education Program (MilkPEP), will share how MilkPEP is addressing this challenging environment with strong programs built to increase milk’s relevance and capture the hearts and minds of today’s consumer.
Consumer insight is only one of the topics that will be covered at this year’s conference. Innovation, technology and novel ingredients are also key topics that expert speakers will address. The full agenda is available here.
Registration for the Milk and Cultured Dairy Products Conference is available online.
For more information, contact Maria Velasco, IDFA meetings coordinator and registrar, at mvelasco@idfa.org.